Saturday, April 07, 2007

The April 5, 2007 issue of The Chronicle of Philanthropy has a terrific article, "A Time toThrive" (p. 21), that provides highlights from the recent annual meeting of the Association ofFundraising Professionals (AFP).

The article highlighted an address by Stanford Professor Chip Heath who, with his brotherDan, "studied urban legends, business ideas, and other concepts that have fired the publicimagination, such as President John F. Kennedy's promise to 'put a man on the moon within adecade,' to understand what made those messages sticky." They have a new book called Made toStick: Why Some Ideas Survive and Others Die. Prof. Heath said that charity leaders succumb to"the curse of knowledge" - the more they know about a subject, the less effective they are inexplaining it to others. While experts are fascinated by the complexity of a subject, it's simplemessages that stick. Prof. Heath gave the example of an experiment where an appeal to feed onehungry child (who was identified by name) was more effective than an appeal to feed 21 millionstarving people.

This was a great reminder for me, and for all of us: when we are telling our organization's story,whether in person or through the written word, personalize it. Tell one person's story, tell onestory of change.

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